--quote-- More Brands Crowd High-Mileage Segment
By Tim Sullivan
Shelf space for "high-mileage" motor oils became more crowded this month with the launch of four more entrants into the category.
With the arrival of the newest brands, nearly every major U.S. motor oil supplier now has a product marketed for vehicles with more than 75,000 miles. The category has solidified its position as part of the motor oil market - not only because of the growth it has achieved in just four years, but also because of enormous potential perceived by suppliers. Of course, the fact that it offers healthier-than-average margins only enhances supplier enthusiasm.
The newest high-mileage oils were all unveiled at the Automotive Aftermarket Products Expo held in Las Vegas at the start of this month. They are: Kendall GT-1 High Mileage Synthetic Blend from ConocoPhillips; Exxon Superflo High Mileage from ExxonMobil; and Havoline High Mileage Protection and Chevron Supreme High Mileage, both from ChevronTexaco.
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Although some marketers are trying to differentiate their product - ConocoPhillips, for example, pitches its GT-1 as a premium high-mileage oil - all make similar claims: that their oils maintain viscosity and help protect old seals, thereby fighting leaks and reducing build up of deposits.
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